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Submitted by Filipe dos Santos (fsantos@pucsp.br) on 2018-11-21T08:58:57Z No. of bitstreams: 1 Claudia Mastromauro Cerveira Quintas.pdf: 9805259 bytes, checksum: 06af9de2a9cf37eeea2ee045527ae309 (MD5) / Made available in DSpace on 2018-11-21T08:58:57Z (GMT). No. of bitstreams: 1 Claudia Mastromauro Cerveira Quintas.pdf: 9805259 bytes, checksum: 06af9de2a9cf37eeea2ee045527ae309 (MD5) Previous issue date: 2018-09-27 / Conselho Nacional de Pesquisa e Desenvolvimento Científico e Tecnológico - CNPq / This thesis aims to establish the rhetorical strategies used and the way the feminine ethos is constituted in the advertisements placed in the Brazilian magazine O Cruzeiro from the 1920s to the 1970s. That weekly publication was one of the most powerful media in Brazil. For almost half a century, it set fashions, produced and promoted behavior norms and paved the paths for feminine transformation and upward social mobility in a period during which Brazil sought for the urbanization of its big metropoles and pursued an authentically Brazilian cultural history. As a means to guarantee satisfactory analysis, the studies of Aristotle (2003, 2004, 2007, 2009), Chaïm Perelman and Lucie Olbrechts-Tyteca (2005), Michel Meyer (2007) and Olivier Reboul (2004) underpin the exposed historical and theoretical considerations on Classic Rhetoric and New Rhetoric. When it comes to the principles of rhetorical analysis, the studies by Luiz Antonio Ferreira (2010), were also used. We found most of the support for publicity text analyses in the works by Marília Scalzo (2013), Antônio Sandmann (2003), Nelly de Carvalho (2002) and João Anzanello Carrascoza (1999). In order to discuss the magazines, our work was based on the works by Roberto Civita (2000), Fernando Morais (2001), Accioly Netto (1998) and Leoni Teresinha Vieira Serpa (2003), and finally, regarding the approach to the feminine universe, we made use of the reflexions by Mary Del Priori (2011) and Michelle Perrot (2013). It is relevant to highlight that other rhetoric, advertising, magazine and feminine universe scholars have also contributed to the development of this research. At the wrapping up of this investigation, we concluded that the selected publicity pieces spotlight the presence of persuasive rhetorical strategies, as well as an effective constitution of the feminine ethos. We have verified the occurence of rhetorical figures and places and the ubiquity of the epideitic/laudatory genre in the discourse analysed, which promotes closeness between the speaker and the audience / Esta tese objetiva verificar quais são as estratégias retóricas utilizadas e como o ethos feminino é constituído nos anúncios publicitários veiculados na revista O Cruzeiro entre as décadas de 1920 e 1970. O semanário foi um dos mais poderosos veículos de comunicação do país. Por quase meio século, ditou modas, produziu e divulgou normas de comportamento e trilhou caminhos para a transformação e ascensão social feminina durante um período em que o Brasil desejava a urbanização das grandes metrópoles e almejava uma história cultural autenticamente brasileira. Para garantir uma análise satisfatória, foram expostas, nesta pesquisa, considerações históricas e teóricas a respeito da Retórica Clássica e da Nova Retórica, com base nos estudos de Aristóteles (2003, 2004, 2007, 2009), Chaïm Perelman e Lucie Olbrechts-Tyteca (2005), Michel Meyer (2007) e Olivier Reboul (2004). Também foram usados os estudos de Luiz Antonio Ferreira (2010) no que tange aos princípios da análise retórica. Para a análise dos textos publicitários apoiamo-nos, principalmente, nos trabalhos de Marília Scalzo (2013), Antônio Sandmann (2003), Nelly de Carvalho (2002) e João Anzanello Carrascoza (1999). Para discutir as revistas, nosso trabalho fundamentou-se nas obras de Roberto Civita (2000), Fernando Morais (2001), Accioly Netto (1998) e Leoni Teresinha Vieira Serpa (2003), e, finalmente, para a abordagem do universo feminino, lançamos mão das reflexões de Mary Del Priori (2011) e Michelle Perrot (2013). Cabe ressaltar que outros estudiosos da retórica, da publicidade, das revistas e do universo feminino também contribuíram para o desenvolvimento desta pesquisa. Ao findarmos esta investigação, concluímos que os anúncios publicitários selecionados evidenciam a presença de estratégias retóricas persuasivas, bem como uma constituição eficaz do ethos feminino. Verificamos, nos discursos analisados, a ocorrência de figuras e lugares retóricos e a predominância do gênero epidítico/laudatório, que promove uma aproximação entre o orador e o auditório

The purpose of this paper is to understand and criticize the representation of women in advertisements. I examine the opposing yet similar ways that women are portrayed in Dove and Axe advertisements, two brands of Unilever. This paper analyzes the way in which brands market their products in such a way to appeal to a gendered audience. I also explore the history of how women have been depicted in art movements such as Surrealism, detournement and culture jamming, corresponding with my project of digital mixed media advertisements. I examine the way in which the prevalence of the male gaze in the media hinders progression to a less dependent, inferior, and sexualized view of women in advertising.

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Ho Chi Fun, Edward. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1992. / Includes bibliographical references. / ABSTRACT --- p.i / ACKNOWLEDGEMENT --- p.iii / Chapter / Chapter I. --- INTRODUCTION --- p.1 / Title of the project --- p.1 / Literature Review --- p.1 / Effectiveness of Nude Models --- p.2 / Statement of the Problem --- p.6 / Purpose of the Study --- p.6 / Objectives --- p.6 / Justification --- p.7 / Scope of the Study --- p.7 / Hypotheses --- p.8 / Methodology --- p.9 / Types of Data --- p.9 / Primary Data --- p.9 / Sources --- p.9 / Sample Design --- p.9 / Sampling Plan --- p.9 / Advertising Agents --- p.10 / Female Magazine Readers --- p.10 / Large Scale Questionnaire Survey --- p.10 / Procedure --- p.10 / Chapter II. --- INTERVIEW WITH THE WRITERS IN CREATIVE DEPARTMENT OF ADVERTISING AGENTS --- p.13 / Interview with a Senior Writer in DDB --- p.13 / Interview with a Writer in DMB --- p.15 / Chapter III. --- QUANTITATIVE QUESTIONNAIRE SURVEY --- p.17 / Basic Analysis of the Responses from Questionnaires --- p.18 / Some Statistical Results of the Responses on Selected Advertisements --- p.20 / Advertisement 1 : Frederique French Beauty Salon --- p.21 / Advertisement 2 : Claris Paris (Skin Care Product) --- p.23 / Advertisement 3 : Palmer's FadeCream (Skin Care) --- p.24 / Advertisement 4 : Triumph Daily (Undergarment) --- p.25 / Advertisement 5 : Outspan Grapefruit --- p.26 / Advertisement 6 : Ferre Fragrance --- p.27 / The Summary Table of Mean Scores on Different Construct --- p.29 / "The Results on the most Favourite, least Favourite and the most Striking One" --- p.29 / The Difference in Opinion among Students From Different Faculties --- p.30 / The Summary Table for Opinion among Students from Different Departments --- p.32 / Chapter IV. --- T H E RESEARCH IMPLICATIONS AND RECOMMENDATIONS --- p.33 / Implications from the Contrast of Opinion --- p.33 / The Conclusion on Hypotheses --- p.34 / Recommendations for Future Research --- p.36 / Limitations --- p.36 / Recommendations --- p.37 / Chapter V. --- MARKETING IMPLICATIONS --- p.38 / APPENDIX --- p.39 / BIBLIOGRAPHY --- p.86 / QUESTIONNAIRE --- p.88

The purpose of this research was to determine if there is a model of ideal femininity communicated through advertising in girls’ and women’s magazines. To assess the representations of women in magazine advertisements, a content analysis of advertisements appearing in three top-selling, demographically-defined women’s magazines (Girls’ Life, Seventeen, and Cosmopolitan) was conducted. Using feminist theory and hegemony theory as critical lenses, advertisements were analyzed quantitatively and qualitatively. Each advertisement was assessed using five criteria: physical characteristics, social context, personality and attitude, and subtext. Using this data to establish the dominant representations of women, it was determined that there is a model of ideal femininity which is developed through establishing common ideals shared by all three magazines and by gradually introducing new ideals which correspond to shifts in real-world interests and experiences of women. It was concluded that a model of ideal femininity is developed through advertising in girls’ and women’s magazines, this model is used as a guide to direct girls and women towards specific ideal preferences, attitudes and behaviours, and this model continues to emphasise traditional cultural values and gender ideals which are not necessarily reflective of the range of roles women assume in today’s society.

The purpose of this research was to determine if there is a model of ideal femininity communicated through advertising in girls’ and women’s magazines. To assess the representations of women in magazine advertisements, a content analysis of advertisements appearing in three top-selling, demographically-defined women’s magazines (Girls’ Life, Seventeen, and Cosmopolitan) was conducted. Using feminist theory and hegemony theory as critical lenses, advertisements were analyzed quantitatively and qualitatively. Each advertisement was assessed using five criteria: physical characteristics, social context, personality and attitude, and subtext. Using this data to establish the dominant representations of women, it was determined that there is a model of ideal femininity which is developed through establishing common ideals shared by all three magazines and by gradually introducing new ideals which correspond to shifts in real-world interests and experiences of women. It was concluded that a model of ideal femininity is developed through advertising in girls’ and women’s magazines, this model is used as a guide to direct girls and women towards specific ideal preferences, attitudes and behaviours, and this model continues to emphasise traditional cultural values and gender ideals which are not necessarily reflective of the range of roles women assume in today’s society.

This thesis is a study of magazine advertisements for beauty products in Canada between 1901 and 1941. It looks at the use of cosmetics and the growth of advertising in the context of the development of North American consumer culture, highlighting the role of gender in that culture. The period studied is divided in two by the mid-1920s to reflect changes in advertisers' views of consumers--from rational decision-makers to irrational creatures driven by their emotions--and in ideals of feminine beauty, as the use of cosmetics became an essential part of the ideal perpetuated by advertising. The thesis attempts to show the link between business history and cultural history by demonstrating how marketing professionals co-opted cultural trends in order to create effective advertising, and how traditional relationships and values were modified by the purchase and use of mass-marketed goods.

The purpose of this research was to determine if there is a model of ideal femininity communicated through advertising in girls’ and women’s magazines. To assess the representations of women in magazine advertisements, a content analysis of advertisements appearing in three top-selling, demographically-defined women’s magazines (Girls’ Life, Seventeen, and Cosmopolitan) was conducted. Using feminist theory and hegemony theory as critical lenses, advertisements were analyzed quantitatively and qualitatively. Each advertisement was assessed using five criteria: physical characteristics, social context, personality and attitude, and subtext. Using this data to establish the dominant representations of women, it was determined that there is a model of ideal femininity which is developed through establishing common ideals shared by all three magazines and by gradually introducing new ideals which correspond to shifts in real-world interests and experiences of women. It was concluded that a model of ideal femininity is developed through advertising in girls’ and women’s magazines, this model is used as a guide to direct girls and women towards specific ideal preferences, attitudes and behaviours, and this model continues to emphasise traditional cultural values and gender ideals which are not necessarily reflective of the range of roles women assume in today’s society.